Whether you’re looking to expand your brand in China or want to stay ahead of the social media trends, WeChat is an essential part of your digital strategy. It’s a great way to reach your target market and build long-term relationships with them, as well as drive sales and ecommerce.
WeChat Marketing
In recent years, WeChat has evolved from an instant messaging app to a multi-functional social media platform with millions of people using it everyday. The app now has a global presence and enables Western brands to communicate with Chinese consumers in an effective and meaningful manner.
As a result, the Chinese consumer has become incredibly loyal to the app. Its user base is 1.2 billion strong, which means there’s huge potential for you to market your business on WeChat in China.
A lot of brands are already successfully using WeChat to promote their products and services. However, there are a number of key elements that need to be considered before starting your WeChat marketing campaign.
First of all, make sure you have a strong and detailed audience targeting strategy in place. This will help you narrow down your target audience and determine what content types they prefer to read and watch.
Another vital consideration is psychographics – your audience should be clearly defined and have their own distinct personalities. This will allow you to create ads and content that resonate with them and bring them closer to your brand.
You should also consider the time of day you’re going to post your WeChat content – it’s best to post during peak times, such as evenings or weekends, to catch your audience at their most active.
The key to successful WeChat marketing is creating valuable and emotional-appealing content that will attract followers. This can be in the form of content about your brand or your products, as well as promotion updates and discount offers.
Remember to publish your content frequently to keep your audience engaged and encourage them to share it with their friends. You should also use the hashtags you find most relevant to your audience to ensure your content gets seen by more users and increases your brand’s visibility.
Once you’ve identified your audience, it’s important to set out your WeChat marketing strategy in advance of launching any campaigns. This will ensure that you can create a strong foundation for your campaign and maximise its success.
If you’re a new business in the Chinese market, it’s a good idea to establish your own WeChat account. There are three official accounts that you can create: a service account, a subscription account and an enterprise account (also called WeChat Work).
A WeChat corporate account is ideal for larger businesses that wish to manage their collaboration efficiently and organize communication within the platform. It is often used by government agencies, media companies and celebrity figures. Subscription accounts are more popular among foreign brands as they provide better contact visibility and allow the account owner to post up to four times a month.